The National Women’s Hockey League is scheduled to hold a press conference on Tuesday, December 8 at 3:00 PM at the TD Garden in Boston, Massachusetts to announce a partnership deal with Dunkin Donuts.
Donna Goodison, business reporter for The Boston Herald, reported that NWHL Commissioner Dani Ryland and players Meghan Duggan, Brianna Decker and Gigi Marvin will be on hand at the press conference to make the official announcement of the deal.
As part of the partnership agreement with Dunkin Donuts, the NWHL will coordinate youth hockey clinics in all four markets throughout the league. Dunkin Donuts will also become the official provider of hot, iced and frozen coffee of the NWHL. The Dunkin Donuts logo appear on all of the jerseys, behind the benches and on the goal posts. They will also have their advertisement featured on the league’s and all four teams’ websites.
While there was concern that adding a sponsor’s logo to the jerseys might make fans upset, like when the National Hockey League announced they were considering jersey sponsorships, it appears to be supported. Fans of the women’s game have been concerned about whether the league can survive or thrive, and this deal could help the NWHL to do both.
In addition to the partnership agreement with Dunkin Donuts, the NWHL will also announce in more detail on Tuesday, the personal services agreement with Duggan, Buffalo Beauts’ star and team captain for the United States Women’s team.
This deal is the first sponsorship between the NWHL and an advertiser. It will help with a huge influx of cash that the league and teams need to keep paying its players, purchasing equipment as well as paying for ice time. It also leads to be a benefit for Dunkin Donuts in that they brand themselves as family-friendly and community driven. As the deal guarantees that its coffee is sold at every NWHL game, the brand becomes visible in each building.
Dunkin Donuts signed the multi-year deal with the league, showing that they believe the NWHL was able to satisfy the longevity questions and stability of the league. The deal also helps to set the stage as the league prepares roll into next season. Helping them raise the salary caps to expand rosters, increase players’ salaries and pay more staff.